pengaruh kualitas produk, kesesuaian harga, dan … · daftar pustaka alma, buchari. 2008....
TRANSCRIPT
PENGARUH KUALITAS PRODUK, KESESUAIAN HARGA, DAN
KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI
VOSCO COFFEE SHOP MALANG
Disusun Oleh:
SEPTIAN EKA CANDRA LUKITA
NIM. 201010160311376
SKRIPSI
Diajukan Sebagai Salah Satu Syarat Untuk Meraih
Derajat Sarjana Ekonomi
BIDANG MANAJEMEN PEMASARAN
JURUSAN MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS MUHAMMADIYAH
MALANG
2015
DAFTAR ISI
KATA PENGANTAR .............................................................................................hal
DAFTAR ISI ............................................................................................................i
DAFTAR TABEL ...................................................................................................iv
DAFTAR GAMBAR................................................................................................vi
DAFTAR LAMPIRAN ............................................................................................vii
ABSTRAK ................................................................................................................viii
BAB I : PENDAHULUAN
1.1 Latar Belakang Masalah ..................................................................1
1.2 Rumusan Masalah ...........................................................................9
1.3 Tujuan Penelitian ............................................................................9
1.4 Manfaat Penelitian ..........................................................................9
BAB II : TINJAUAN PUSTAKA
2.1 Penelitian Terdahulu ........................................................................11
2.2 Landasan Teori ................................................................................15
2.2.1 Pengertian Perilaku Konsumen ...........................................15
2.2.2 Pengertian Produk ................................................................16
2.2.2.1 Tingkatan Produk .....................................................17
2.2.2.2 Kualitas Produk .......................................................18
2.2.3 Pengertian Harga..................................................................20
2.2.3.1 Tujuan Penetapan Harga .........................................21
2.2.4 Pengertian Kualitas Layanan ...............................................22
2.2.4.1 Dimensi Kualitas Layanan ......................................23
2.2.5 Proses Keputusan Pembelian: Model Lima Tahap ..............26
2.3 Kerangka Pemikiran ........................................................................31
2.4 Hipotesis .........................................................................................32
2.4.1 Pengaruh Kualitas Produk Terhadap Keputusan Pembelian
...............................................................................................32
2.4.2 Pengaruh Kesesuaian Harga Terhadap Keputusan Pembelian 33
2.4.3 Pengaruh Kualitas Layanan Terhadap Keputusan Pembelian 34
BAB III : METODE PENELITIAN
3.1 Lokasi Penelitian .............................................................................35
3.2 Jenis Penelitian ................................................................................35
3.3 Definisi Operasional Variabel .........................................................35
3.4 Populasi dan Sampel .......................................................................37
3.4.1 Populasi................................................................................37
3.4.2 Sampel..................................................................................37
3.4.3 Teknik Pengambilan Sampel ...............................................38
3.5 Jenis dan Sumber Data ....................................................................38
3.6 Metode Pengumpulan Data .............................................................39
3.6.1 Kuisioner .............................................................................39
3.6.2 Observasi..............................................................................39
3.7 Teknik Pengukuran Data .................................................................40
3.8 Uji Instrumen ..................................................................................40
3.8.1 Uji Validitas .........................................................................40
3.8.2 Uji Reliabilitas .....................................................................40
3.8.3 Alat Analisis Data ...............................................................41
BAB IV : HASIL PENELITIAN DAN PEMBAHASAN
4.1 Karakteristik Responden..................................................................43
4.1.1 Jenis Kelamin.......................................................................
4.1.2 Usia .....................................................................................45
4.1.3 Pekerjaan .............................................................................45
4.1.4 Pendapatan/Uang Saku Perbulan ........................................46
4.2 Uji Instrumen ...................................................................................46
4.2.1 Uji Validitas .........................................................................46
4.2.2 Uji Reliabilitas .....................................................................48
4.3 Deskripsi Jawaban Responden.........................................................49
4.3.1 Kualitas Produk (X1) ............................................................50
4.3.2 Kesesuaian Harga (X2) .........................................................53
4.3.3 Kualitas Layanan (X3)..........................................................56
4.3.4 Keputusan Pembelian (X4)...................................................59
4.4 Analisis Data ...................................................................................61
4.4.1 Analisis Regresi Linier Berganda .......................................61
4.4.2 Nilai Koefisien Determinasi (R2) .........................................64
4.5 Hasil Pengujian Hipotesis ...............................................................65
4.5.1 Hasil Uji F ...........................................................................65
4.6 Pembahasan Hasil Penelitian ..........................................................62
4.6.1 Pengaruh Variabel-Variabel Bebas Secara Simultan
Terhadap Keputusan Pembelian Vosco Coffee Shop di
Malang .............................................................................................66
4.6.2 Pengaruh Variabel-Variabel Bebas Secara Parsial
Terhadap Keputusan Pembelian Vosco Coffee Shop di
Malang .............................................................................................67
4.6.3 Variabel Bebas Yang Mempunyai Pengaruh Dominan
terhadap Keputusan Pembelian........................................................70
BAB V : PENUTUP
5.1 Kesimpulan .....................................................................................72
5.2 Saran ...............................................................................................72
DAFTAR PUSTAKA ..............................................................................................74
LAMPIRAN .............................................................................................................74
DAFTAR LAMPIRAN
Lampiran 1. Kuisioner Penelitian
Lampiran 2. Skor Jawaban Responden
Lampiran 3. Hasil Uji Validitas Dan Reabilitas
Lampiran 4. Hasil Analisi Regresi
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